Fruit and Vegetables Market Us 2014 - Global Market Size, Share, Trend , Growth and Strategy

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Respondents report that only 16% of their daily food intake consists of vegetables and 16% consists of fruit, which is far less than the share of plate for these foods recommended by the USDA’s MyPlate nutritional guide. Brands and grocers have an opportunity to increase the appeal of their fresh produce items by adding convenience – such as precut, prepackaged versions and resealable bags – that could help overcome objections to rising prices.

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Table of Content

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Executive Summary

Moderate category growth forecast

Figure 1: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19

Fresh vegetables and fruit dominate among segments

Figure 2: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014

Highly fragmented MULO category; private label comprises 38% share

Figure 3: MULO sales of fruit and vegetables, rolling 52 weeks 2014

The consumer

Lettuce, tomatoes most purchased; respondents buy fresh far more than other formats

Figure 4: Vegetable purchases (any purchase), July 2014

Bananas, strawberries most purchased; fresh bought far more than other formats

Figure 5: Fruit purchases (any purchase), July 2014

Some 45% report eating a wider variety of fruit and vegetables than ever before

Figure 6: Consumption, purchase behavior, and preferences toward fruit and vegetables, July 2014

More than four in 10 say produce prices have increased where they normally shop

Figure 7: Attitudes toward fruit and vegetable consumption, July 2014

What we think

Issues and Insights

How...